The arrival of reels to Instagram and its effect on content.

Authors

DOI:

https://doi.org/10.31637/epsir-2024-1013

Keywords:

Instagram, Strategy, Meta, Reel, Comunication, Influencer, engagement, María Pombo

Abstract

Introduction: In the summer of 2022, Instagram introduced video as a new dimension to its flagship format, the image, aiming to compete with other platforms. This change led to predictable adjustments among users, although not all received it positively. Methodology: The study is conducted through both quantitative and qualitative analysis of the content published by Spain’s most popular Instagram influencer in 2022, María Pombo. Results: The analysis focuses on the months following the introduction of video, observing how the influencer utilizes this new tool and its impact on user interaction. Discussion: The results are analyzed in relation to the number of likes, comments, views, and engagement generated by María Pombo’s content. Conclusions: The study provides insight into how platform changes affect both content creators and their interaction with audiences.

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Author Biographies

Marina Martín-Valor, Universidad San Pablo CEU

Degree in Advertising and Public Relations from Universidad Complutense and Master in Teaching from Universidad Rey Juan Carlos. Nine years of professional experience in national and international advertising agencies in the areas of strategy and project management. Since 2017, teacher and researcher at CEU San Pablo University in the areas of Strategic Planning and Social Research. Since 2024 she is part of the research group Communication, Creativity, Innovation, Strategy and Sustainability, CIESCOM, at the same university.

Estela Bartol-Martín, Universidad San Pablo CEU

Degree in Hispanic Philology, Master in Teaching Spanish as a Foreign Language and PhD in Spanish Language from the University of Salamanca. After several years working in foreign educational institutions in countries such as France, Canada and the United States, in 2020 she joined the Department of Journalism and Digital Narratives at CEU San Pablo University. Currently, she teaches Language and Fundamentals of Writing classes in Communication and Education degrees. Since 2024 she is part of the research group Communication, Creativity, Innovation, Strategy and Sustainability, CIESCOM, at the same university.

Juan San Román-Muzquiz, Universidad San Pablo CEU

He holds a degree in Advertising and Public Relations from the Universidad Francisco de Vitoria (UFV) and a degree in Philosophy from the Universidad de Educación a Distancia (UNED), as well as a Master's Degree in Teaching from the UFV and a Master's Degree in Theoretical and Practical Philosophy from the UNED. He has more than ten years of experience in the field of advertising and communication. Since 2023, he has been teaching at the Universidad San Pablo CEU (CEU), while pursuing his PhD in Philosophy at the UNED. Since 2024, he is part of the CIESCOM research group at CEU, actively contributing to projects related to communication.

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Published

2024-11-05

How to Cite

Martín-Valor, M., Bartol-Martín, E., & San Román-Muzquiz, J. (2024). The arrival of reels to Instagram and its effect on content. European Public & Social Innovation Review, 9, 1–20. https://doi.org/10.31637/epsir-2024-1013

Issue

Vol. 9 (2024)

Section

INNOVATING IN SOCIAL AND COMMUNICATION NETWORKS

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Copyright (c) 2024 Marina Martín-Valor, Estela Bartol-Martín, Juan San Román-Muzquiz

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